The near future of media is wearable, at least if you watched any of the news coming out of CES. But in the short term, the market will continue experiencing an awkward phase befitting a medium that is not ready for prime time.
Consider the intrusionary nature of Google “Glassholes“, or the many awkward apps developed for bulky and somewhat unfashionable smart watches. The world is stumbling into the wearable media era.
Does that mean content creators should ignore the medium for now? Maybe, but they will also risk losing marketshare to early adopters. What to do about wearables was a primary conversation point for a DC Ad Club presentation (see below) I gave at the Newseum this morning.
There are some clear indicators about what will work with wearable media. But first, let’s talk about the square peg in a round hole syndrome.
Just because you can create an app or put a sensor into something wearable or portable doesn’t make it a hit. Further, what works on another medium, specifically smartphones and tablets doesn’t make for a wearable hit.
Glass showed us that [obvious] wearable cameras are an intrusion. People know they are always under the watch of a surveillance camera. Yet, having a wearable camera thrust upon them created animosity. The video/photography experiment failed here.
Recently, I have been testing a Samsung Gear S watch. I don’t want to watch video on my smartwatch, nor do I want to look at photos, email or social networks. I do like having an independent phone for texting and voice calls on the go. The simple functionality allows me to escape the always on nature of my smartphones.
Then there is the “stick-a-sensor” into anything you wear or use. Many of these sensor-driven apps and their incessant social rankings seem like a waste of time. Consider this: I may not want a sensor in my nail clipper. Nor do I want my nail clipping habits ranked against my peers (yuck – more for you than me!).
The first obvious area of success for wearable media is the use of audio media. Consider audio interfacing with programs like Siri or Google Talk, listening to podcasts in varying forms, or simply enjoying music. Audio is the linchpin of wearable media.
Why? Typing and reading on these devices is almost unbearable. And as we have seen with cars and even walking, over engaging portable media can be dangerous.
Podcasts may be the silver bullet of all. Podcasting is enjoying a bit of renaissance thanks to smartphones, tech enabled autos, and other mobile devices. Twenty percent of Americans already listen to at least one podcast a month.
It’s likely that podcasts will reinvent themselves a la YouTube. The standard “I am/we are talking about something important” format is just one way that audio files can be created. A food company could offer simple audible recipes, or someone could post directions on how to tie a windsor knot.
The other key feature for wearable media is usefulness. This is where the contextual media aspect of sensors comes into play.
Check out the top apps for Samsung Gears right now. They include a babysitter app which lets you helicopter back into your house and see your child. One app lets you tally expenses as you shop. And of course there are pedometer uses for training.
Almost all of these apps are low attention types of utilities that help someone on the go maintain their lives. You cannot underestimate how important is for an app to be nonintrusive and yet useful for wearable media devices.
What do you think about wearable tech hype?